Beruflich Dokumente
Kultur Dokumente
MANU1459 MAJOR A
RESEARCH PROPOSAL
S3559786
Assessment 2
Word Count: 6,633
RMIT University
Semester 1
2017
Table of Contents
Abstract .......................................................................................................................................... iii
1. Introduction and Rationale ..................................................................................................... 5
2. Research Aim and Objectives ................................................................................................ 6
3. Literature Review ..................................................................................................................... 7
3.1. Introduction ............................................................................................................................. 7
3.2. Digital Technologies Merging in the Luxury Fashion Industry ................................................ 8
3.3. Luxury Brands Introduced Through E-Commerce and Online Channels .............................. 10
3.3.1. Key Statistics in the Positioning of the Digital Luxury Market ........................................ 13
3.4. Consumers Connection to Luxury Fashion Through Digital Channels ................................. 14
3.5. Conclusion ............................................................................................................................ 15
4. Framework.............................................................................................................................. 17
5. Research Concepts and Proposed Research Design for Major B .................................... 18
5.1. Research Concepts .............................................................................................................. 18
5.1.1. Qualitative Research ...................................................................................................... 18
5.1.2. Quantitative Research ................................................................................................... 19
5.1.3. Secondary Data ............................................................................................................. 19
5.1.4. Primary Data .................................................................................................................. 20
5.1.5. Data Triangulation .......................................................................................................... 21
5.1.6. Validity ........................................................................................................................... 21
5.2. Proposed Research Design for Major B ............................................................................... 22
5.2.1. Information Required ..................................................................................................... 22
5.2.2. Data Collection Techniques ........................................................................................... 23
5.2.3. Limitations and Access .................................................................................................. 23
5.2.4. Ethical Procedures ......................................................................................................... 24
6. Gantt Chart and Budget ........................................................................................................ 25
6.1. Gantt Chart for Research Project .......................................................................................... 25
6.2. Budget for Research Project ................................................................................................. 25
7. References ............................................................................................................................. 26
8. Appendices ............................................................................................................................ 29
Appendix A: Conceptual Model....................................................................................................... 29
Appendix B: Industry Participants Questions .................................................................................. 30
Appendix C: Consumer Participants Questions .............................................................................. 31
Appendix D: Interview Questions for Industry Participants ............................................................. 32
Appendix E: Questions for Survey .................................................................................................. 33
Appendix F: Focus group questions ............................................................................................... 36
Appendix G: Reflective Piece ......................................................................................................... 37
ii
Abstract
The research paper explores digital concepts emerging in the luxury fashion industry as increasing
online competition disrupts traditional methods. Luxury fashion brands are confronted with new
quality. As the luxury segment gradually expands into the digital world through platforms and new
innovations, businesses are pressured to adopt digital strategies since the influence of the Internet
became commercially accessible and the rise in online luxury sales. Heritage, culture, lifestyle and
identity are predominant factors that consumers distinguish and digital commerce has largely
Further exploration of digital commerce in the luxury segment has exposed new questions and
research possibilities. The paper has depth information about digital technologies developing in the
luxury segment for brands to survive in the saturated industry and if there is positive growth for
luxury players to engage consumers through digital channels. Findings are acquired through
secondary data of quality research from experts in the industry and obtained from sources based
on valid and highly credible journal articles. This has achieved relevant information based on the
iii
THINKING DIGITALLY IN
LUXURY FASHION
iv
Thinking Digitally In Luxury Fashion (2017)
Luxury fashion brands are challenged to curate engaging shopping experiences and consider
ways to evolve through digital commerce to keep up with changing consumer behaviour in
shopping. The paper explores digital concepts surfacing the luxury fashion industry that has an
affect on consumers intentions to purchase luxury fashion and strategies in online competition to
effectively engage consumers with luxury aesthetics. Traditional business concepts through brick-
and-mortar stores are shifting to deliver shopping experiences and market the brands identity
through digital platforms whilst appealing the exclusivity and lifestyle to consumers. Yet, the
disruption of digital technology has exposed challenges for luxury fashion brands to attain strong
potential in the saturated industry and protect important influences such as, craftsmanship,
heritage and authenticity that largely affect consumers preferences. Relevant findings of
consumers and industry perceptions towards digital concepts developing in luxury fashion brands
is analysed for depth understanding and to explore the subject emerging in the industry.
The analysis is to evaluate the findings and further research through first-hand studies to benefit
from a stronger insight of the shift in the luxury fashion industry to digital concepts. Brick-and-
mortar stores are lacking the capability to maintain customer loyalty as physical retailers must
stage experiences, embrace omni-channel and harness data to meet the needs and desires of
todays constantly connected, time-poor luxury consumers (Abnett, 2016, p. 1). To focus solely on
a physical environment is becoming impossible due to the high volume of luxury shoppers wanting
a seamless, digitally enabled, multi-channel experience (Remy et al. 2015, p. 11). Luxury fashion
brands are in a state for new changes as digital is now the engine of the luxury shopping
experience (Remy et al. 2015, para. 2) and now there are opportunities or risks in digital strategies
RESEARCH PROPOSAL 5
Thinking Digitally In Luxury Fashion (2017)
2. Research Aim and Objectives
AIM
To determine what concepts are emerging in digital commerce and marketing strategies for luxury
fashion brands.
OBJECTIVE 1
To identify digital concepts and marketing communication platforms applied by luxury fashion
brands.
OBJECTIVE 2
To analyse consumer and industry perceptions towards digital commerce and strategies
OBJECTIVE 3
To evaluate the affects on the consumer and industry perceptions towards digital channels applied
RESEARCH PROPOSAL 6
Thinking Digitally In Luxury Fashion (2017)
3. Literature Review
3.1. Introduction
The evolution of luxury fashion has established a notion of feeling part of a society that engages a
with the brand. Culture and lifestyle attitudes signify what a luxury fashion brand has to offer and is
recognised to not be a concept but a reality incarnated by brands and their magnificent stores
concentrated on high streets (Kapfere & Valette-Florence 2016, p. 121). Luxury fashion has its
purpose of embracing physical and psychological values, which defines the importance of being a
prestige brand and takes part in luxury shoppers motivations, whether its to feel the need to
impress others or elevate their social status (Shukla et al. 2015). Providing socio-psychological
benefits encourages customers to greatly commit to luxury brands rather than commercial brands
(Shukla et al. 2015) and highlights the brands reputation to consumers that is communicated by
Luxury fashion expresses principles of traditional and exceptional uniqueness, not only conveying
a highly reputable position in the market to consumers but also to the brand itself. Through its
heritage, tradition and history reinforcing a strong position, it allows creating an identity that
establishes the brands fundamental principles with qualities that differentiate them in the luxury
market and in consumers perceptions. According to Escobar (2016) luxury brands are identified
with key features that are defined through characteristics of identity, personality and positioning. As
described by Escobar, identity forms and highlights the brands origin and unique qualities inherited
by the founder. Escobar goes on to state that implying brand personality builds an emotional bond
with the customer to prove knowledge about culture and style and whilst enabling a differentiation
through brand personality, it creates value proposition for consumers and encourages them to be
part of the brands social group, culture and lifestyle. Additionally, Escobar asserts that positioning
RESEARCH PROPOSAL 7